Join Jonathan Hufnagel, the founder and CEO of Dash, a fan activation platform transforming engagement for over 400 sports teams. He shares the journey of evolving from a digital auction tool to a comprehensive e-commerce solution. Discover how teams can drive revenue with creative promotions like mystery tickets and auctions. Hufnagel emphasizes the importance of data in enhancing fan experiences and urges teams to embrace digital engagement. Real-world success stories amplify the impact of innovative strategies in connecting with fans better than ever.
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Origin Story of Dash
Jonathan started Dash after seeing inefficiencies with pen and paper auctions at FC Dallas concourses.
An elevator pitch led to partnering with a digital expert and launching in 60 days, growing to 400 teams and $15 million in sales.
insights INSIGHT
Mobile Point of Sale Aha Moment
Teams have been slow to embrace mobile fan engagement but are now having aha moments about mobile as a point of sale.
Facilitating easy mobile transactions during games is transformative for revenue and fan experience.
question_answer ANECDOTE
Florida Everblades Guaranteed Giveaway
The Florida Everblades innovatively sold giveaway items online for pickup, easing fan experience.
In this episode, Jeremy sits down with Jonathan Hufnagel, founder and CEO of Dash, the leading fan activation platform used by over 400 sports teams across North America. What started as a digital auction tool has evolved into a comprehensive fan engagement and e-commerce solution helping teams drive revenue, generate leads, and create unforgettable in-game experiences.
Jonathan shares the story behind Dash's creation, how they're helping teams simplify promotions like jersey auctions and mystery tickets, and why now is the time for teams to lean into digital engagement — not shy away from it. Plus, hear real-world success stories from teams like the Florida Everblades and Coachella Valley Firebirds that are driving major ROI through creative, data-driven activations.
Whether you're in ticketing, sponsorship, or marketing, this episode is packed with actionable ideas to help your team move faster, sell smarter, and activate fans more effectively.
🔑 Topics Covered:
The origin story of Dash and its evolution beyond auctions
Why "making it easy" is the key to digital fan engagement
How to drive revenue with creative promotions like:
First Goal Puck auctions
Guaranteed giveaways
Mystery tickets
Tips for using Dash to activate sponsors AND collect leads
How front offices can start simple and scale over time
Why you shouldn’t assume your fans won’t engage digitally
Using data (like names, emails, and transactions) to close the loop with fans
The shift from sponsorship “branding” to sponsorship performance
💡 Notable Quotes:
“You’ve got to stop making buying decisions for your fans before you've even given them the opportunity.” — Jonathan Hufnagel “Most people want to win. When there's urgency, limited quantity, and emotion involved, you sell more.” “Activations are moving from signage to experiences. That’s where ROI lives.”
Sports Marketing Machine Podcast